Robin Chadha
The
198-key hotel, to be developed by Pinnacle Supreme Sdn Bhd (a member of
Cornerstone Partners Group) and managed by Artyzen Hospitality Group (hotel
management subsidiary of Sun Tak Holdings Limited), will be the third property
in Asia after citizenM Taipei Northgate (Q2 2017) and citizenM Shanghai
Hongqiao (Q1 2018).
Here’s what you won’t find when you book a stay at the upcoming citizenM Kuala Lumpur (or any of its other properties, for that matter): a chocolate melting on your pillow.
That, and other frustrations like long check-out lines, confusing room types (there’s only one to choose from), hidden room charges and technology that simply doesn’t work, promised the brand’s global Chief Marketing Officer, Robin Chadha, who was in Singapore for the signing of the hotel, which is scheduled to open in Bukit Bintang, Kuala Lumpur in Q2 next year.
The 198-key hotel, to be developed by Pinnacle Supreme Sdn Bhd (a member of Cornerstone Partners Group) and managed by Artyzen Hospitality Group (hotel management subsidiary of Sun Tak Holdings Limited), will be the third property in Asia after citizenM Taipei Northgate (Q2 2017) and citizenM Shanghai Hongqiao (Q1 2018).
Also found in Amsterdam, Rotterdam, London, Glasgow, Paris and New York, the trendy brand burst onto the hospitality scene in 2008 as a disruptive force, with its offering of “affordable luxury for the people”, where guests can enjoy all the comforts of a top-notch hotel, without unnecessary and hidden costs.
Travel Weekly Asia spoke to the Dutch marketer about the upcoming property in Malaysia, expansion plans in Asia and the citizenM experience.
TWA: So why Kuala Lumpur?
Chadha: citizenM is a brand built around global mobile citizens and KL has plenty of our clientele there. In fact, many of our customers from Europe fly there frequently for business. We try to identify key cities, so Singapore is also on our target list, along with Shanghai, Taipei, Jakarta, Japan etc. Same way we look at our cities for citizenM in Europe (London, Paris, Amsterdam…) and North America. The main reason is because our target audience is in these places, and we can make a difference from a service and proposition point of view. citizenM is quite a unique hotel. We say we’re not a hotel – we’re something else.
TWA: What do you hope to achieve with your hotels in Asia?
Chadha: Our dream is to build a truly global brand. We believe there aren’t many global and consistant brands out there –– some properties are fantastic in certain cities, but not so great in others maybe due to an older property or less investment. Usually we’re owner-operator in North America and Europe, and probably some properties in Asia, so we have that control. It’s really plug and play – everything from music to fragrance in the lobby and training of our teams – we’re treating it like a fashion retail business rather than a hospitality business.
TWA: So the focus in Asia is more on on owning and managing your own properties?
Chadha: No, the focus is on management contracts, but in key cities with opportunities to invest with our partner Artyzen, we will do that.
TWA: We’re seeing an increasingly crowded lifestyle hotel space today. What are some internal marketing decisions that have been made for citizenM Kuala Lumpur?
Chadha: The design is there, but it’s not frozen yet. Our architects from Amsterdam are working on it, and you’ll see certain key brand assets coming back like our self-check-in kiosk, 24/7 canteenM, our living room lobby concept and societyM meeting rooms… We are also looking at local adaptations of food and beverage – how we should do it differently yet be aware of cultural sensitivities.
TWA: In terms of technology, what can we expect?
Chadha: We will offer advanced in-room features like ipads in every room that can control curtains, moods, temperature and even how you want to be woken up. There’s also going to be free shows-on-demand, complimentary high speed Wi-Fi, and streaming capabilities for ios and android devices. We’ve always trying to stay ahead of the curve.
TWA: What about robot concierges? It’s very popular these days.
Chadha: We are always experimenting, but it’s more about seeing what customers really need and how to enhance that without being gimmicky. Things like a robot concierge can be great for press, but may not actually be useful. We're looking at technology from a human point of view, meaning human interaction is still crucial to what we are offering – our team of ambassadors can help you with checking in or out, offer a tip for a nice restaurant in town, or even shake a martini. That, a robot can’t do. Well, or maybe it can. [laughs]
TWA: Can you sum up the citizenM experience in a sentence?
Chadha: It’s the new type of hotel for the new type of traveller.
Note: The interview has been edited for length and clarity.